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Evolution always compacts, Mastodon

Campaign
Agency Network: 
Published/Aired: 
September 2011
Smart:  Evolution always compacts, Mastodon

Description

Print advertisement created by Conexão, Brazil for Smart, within the category: Automotive.

Caption

Evolution always compacts

Advertising Agency: Conexão, Rio de Janeiro, Brazil
Creative Director: Eduardo Silva
Art Director: Adriano Benevides
Copywriter: Pedro Rosadas
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vote4pedro's picture

Cute idea. But none of the animals shown evolved from the examples given.

vote4pedro
Activity Score 4601
Copywriter
stevel's picture

jesus, how many agencies have smart car as a client???

stevel
Activity Score 423
andylefty's picture

Don't mind this but does not make the car appealing.

andylefty
Activity Score 4535
Graphic Designer at Central Saint Martins College of Art and Design
NicoCiego's picture

Evolution always compacts-- well, not always.. but the concept is not bad.

NicoCiego
Activity Score 1033
Art Director at Quezon City Philippines
jackmancer2017's picture

Exactly my thought too. I'm stumbling over the word 'always'.

jackmancer2017
Activity Score 6992
Copywriter at Editor/Student
Cofnic21's picture

not bad

Cofnic21
Activity Score 4
Academy of Art University
The JACK's picture

truly...!!!!! nice one..

The JACK
Activity Score 438
Marketing Manager
Billoughsby's picture

Pizza: It's An Evolutionary Game-Changer™

Billoughsby
Activity Score 5154
Art Director |

That's it.

jponino's picture

good idea, message easily understandable, on the other side, how many times did we see ads with this concept : evolution?
still good anyway, customers will find it kindda clever ( except geologists lol 'cause, oubvioulsy the ancient animals are not always what they show as a result of evolution ;) )

jponino
Activity Score 601
Copywriter at ISCOM, copywriter and art director
stickynotes's picture

Nice and simple campaign, with a cool side blow to all the big city SUVs.

stickynotes
Activity Score 1094
kleenex's picture

not bad, but not that great either.

kleenex
Activity Score 58742
Web Designer/Developer
thedesignaddict's picture

This is crap. We all know the Smart car is small, so what's the point of illustrating the most obvious feature of the car (in a boring way)?

Massive waste of creative potential.

thedesignaddict
Activity Score 5403
Art Director at Freelance
Nike Diesel's picture

+1

Nike Diesel
Activity Score 13720
Art Director
AliHamze's picture

If evolution made animals smaller.. I'm pretty sure it wasn't because of parking spaces or petrol saving! This "size" difference evolution happened only with animals and has nothing to do with "smartness".

AliHamze
Activity Score 27
Marketing Manager
ilievavera's picture

Well, evolution does not always compact. See the horse for instance. It was only 30 cm tall back then ;-)

ilievavera
Activity Score 4
Copywriter
Migzter13's picture

It also works for phones I guess. The idea is simple yet straight to the point.

Migzter13
Activity Score 973
Graphic Designer at De La Salle University, Manila |

Stop Mediocrity. Start Creativity.
There are two kinds of people in the world; people who like mustangs (cool people) and people who like camaros (idiots).

vote4pedro's picture

Except phones are getting bigger again. Soon it'll be hard to tell them apart from ipads.

vote4pedro
Activity Score 4601
Copywriter
MicheleVirgilio's picture

Good idea.

MicheleVirgilio
Activity Score 2617
Spanky's picture

Technically, evolution almost always makes animals bigger. The dinosaurs evolved to their massive sizes over millions of years because they had overly abundant resources and only limited predators. Then they were wiped out by a asteroid. And life started over with more limited resources (less food due to different atmospheric conditions), thus current life on Earth isn't a big as it was before. So like a Smart car in a head on accident, these ads aren't quite as smart as they claim to be.

Spanky
Activity Score 4899
Other
LittleJoe's picture

not all those who look at this ad are university profs...

LittleJoe
Activity Score 345
Graphic Designer at Torino
Spanky's picture

Neither am I. But I was awake in 5th grade science.

Spanky
Activity Score 4899
Other
JensH's picture

Nice concept.

JensH
Activity Score 111
Abhishek Parikh's picture

The copy is making a large claim. Irrespective, the idea generates attention. THE IDEA... NOT THE CAR.
(If you're reading this comment, try recalling the name of the car!)

Abhishek Parikh
Activity Score 568
prabhakar uppari's picture

i like this campaign

prabhakar uppari
Activity Score 58
FCB ULKA
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